In the 18th edition of the Indian Premier League (IPL), the share of celebrity-endorsed advertisements declined strategically, accounting for a 13% drop compared to the previous season, according to TAM Sports-Celebrity Endorsement Report – IPL 18.
The ratio of celebrity-endorsed ads to non-celebrity ads changed from 59:41 in IPL 17 to 53:47 in IPL 18, indicating a shift towards increase in non-celebrity advertising strategies.
Despite the overall decline, film actors continued to dominate the endorsement space, contributing to 50% of total ad volumes this year. Sports personalities maintained a presence with a 32% share, although their overall endorsement levels saw a decrease compared to the previous season. Together, film actors and sports celebrities accounted for more than 80% of the total ad volumes among celebrity endorsements.
On the advertiser front, the top five companies – Sporta Technologies, Parle Biscuit, Vishnu Packaging, Playgames 24×7, and RSH Global, together contributed 53% of celebrity-endorsed ad volumes during IPL 18.
The level of television exposure for celebrities and the count of overall and sports celebrities grew during this season, suggesting a broader range of celebrity involvement despite the drop in total share.
Two of the top five categories endorsed by celebrities belonged to the Food and Beverages (F&B) sector. The top five categories overall were E-commerce Gaming, Pan Masala, Biscuits, Corporate-Financial Institutions, and Paints. These categories collectively accounted for 67% of the total ad volume from celebrity endorsements, as per the report.
Shahrukh Khan retained his position as the most prominent celebrity endorser across both seasons. He contributed 13% of total ad volumes in IPL 17 and 8% in IPL 18, reflecting his consistent appeal and value to brands.
Among the top five endorsers in both seasons, three celebrities featured consistently, with MS Dhoni being the only sports personality common to both IPL 17 and 18’s top celebrity lists.
